Advances in Economics, Business and Management Research, volume 167 Proceedings of the 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021) Status Quo Analysis and Development Trend Study of Metro Media Scene Marketing Jingjing Ye1, 2,* 1 College of Journalism and Communications, Shanghai Jian Qiao University, Shanghai 201306, China 2 School of Media & Communication, Shanghai Jiao Tong University, Shanghai 200240, China *Corresponding author. Email:
[email protected] ABSTRACT With the innovation and development of mobile Internet technology and digital interactive media, metro media presents a trend of high integration between old and new communication. Based on the analysis of policy support and audience characteristics, this paper analyzes the status quo of metro media scene marketing and explores the development trend of metro media scene marketing in the future. Metro media has four elements of scene marketing and is composed of four different types including traditional media, traditional media plus, sensory device media and mobile interactive media. It creates four different scenarios of metro scene marketing which contains cognition scenario, sympathy scenario, experience scenario and spread scenario. However, the author believes that the spread scenario is not the end of metro scene marketing but the turning point which ultimately leads to the transaction scene of marketing. Finally, it is proposed that taking the subway ticketing system as the entry point and effectively spreading the scene to the shopping, dining, leisure and other entertainment consumption places will be the development direction of metro media with great market potential in the future. Keywords: metro media; scene marketing; status quo analysis; development trend 1.